WHO ARE STATE OF ASSEMBLY, THIS brand strategy agency for your marketing

People see you. Make it worth their while.

When you engage with people fascinated by who you are, the performance stops. Anxiety about differentiation dissolves. You speak in your own voice instead of industry dialect. Your people understand why they're there. Your customers feel the difference before they can articulate it.

Since 2014, Corrina Reff and Zachary Cavanell have been captivated by that moment when organizations realize they've been carrying their greatest strength, mistaking it for something ordinary.

Through careful listening and thoughtful provocation, we reveal what you're already implying; then help you shape those implications with intention. We design brands that age with grace, that gather meaning over time, and that speak with unmistakable authority.

Our work is made to endure. Each engagement is bespoke. Each idea is hand-finished. Each outcome, when you become what you're meant to, is inevitable.

We cultivate belonging. We build foundations. We partner with those who see brand not as a campaign, but as a legacy—as the accumulation of every implication they send.

We are not for everyone.

When you become yourself, the right people cannot imagine choosing anyone else. You've always had the power.

Become what you're meant to.

Corrina Reff

Creative Director, Design, Co-Founder

When observed, heard or felt, design awakes us. It must be primed for occasion and designed for breadth. Corrina conjures timelines and environments, thoughtful of a design’s effect on the unseen—the unthought of. Her designs strike with purpose, impressing significance from a line’s width to the height of the ascender. This is a product from the act of listening. A client who feels heard is a client who feels supported. It's one minimum outcome from her design. The other? Validation.

As a leader, Corrina’s love for design saturates. Her respect for the art influences those who practice beside her. It’s eloquent creative criticism and it’s creative in its consideration. A perspective and set of words that allow her peers to unfold thought and control their own process.

Corrina is inventive, practical, passionate, with good instincts. We are happy Corrina chose us.

Connect with Corrina on LinkedIn

Zachary Cavanell

Creative Director, Writer, Co-Founder

Finding the right words is cliché. You must "will" the right words. A Trojan horse encased in a subject, protected by a shield of wit. You must be the liberator of the astute. For to "find the right words" is a cliché. Zac sees your story, living within a story. It's an ability to point out something invisible in your only moments before. A series of words, a wave of the hand and voilà.

Zac is unable to see people without a shimmering light behind them, rays of positive possibilities shooting out from behind. As a leader, he is an ignorant idealist chasing the perfection you are and only sending you confidence.

Zac is creative in thought and wit, frank and sincere. We are happy Zac chose us.

Connect with Zachary on LinkedIn

Allie Parker

Designer

Questions must be asked. If you don’t question the client, their background, their intention, then your design will live without heart, without meaning. Allie’s design perspective is rooted in envelopment, an overwhelmed need to consider all angles, all potentials—the rationale. Design is not needed for something without reason to be. She is the voice of pure honesty.

A passionate designer, she holds her curiosity longer than most, a gardener who patiently awaits the sun to open the bloom. As a sincere team player, Allie is quick to help. So very approachable, no one hesitates to reach out. For her, the right solution, more than her ego, must be catered to.

Allie is passionate, genuine, diligent, creative in thought and action. We are happy Allie chose us.

Connect with Allie on LinkedIn

Katherine Cavanell

Writer

The impression of a brand is a reflex. For brand development, its description is as precious as a jewel. The challenge is finding the words to describe it. Katherine uses empathy as her device. She places herself in our client’s world and envision a customer’s point of view. She give words us words for the quiet and intangible.

Putting herself in the place of others, imagining what someone else might think or feel makes Katherine a perfectly tuned soundboard to run concepts or theories past. These are insights that inform brand messaging and, ultimately, design direction. And as these truths can be troublesome to a creative’s ear, you will tremendously appreciate Katherine’s kind and sympathetic delivery.

Katherine is impartial, compassionate, diligent and willing to give and share generously. We are happy Katherine chose us.

Connect with Katherine on LinkedIn

Sam Gable

Designer

The “Most Advanced Yet Acceptable” is a forward-thinking design principle. To design for your future and balance it with the present is a solution Sam savors—a design challenge he hopes to hear. As a close listener, Sam’s skill is to picture a project as separate parts of a whole; a perspective our team counts on. One that allows us to stretch ourselves creatively and safely.

With little instruction, Sam can flat-out run a design. He has the confidence to try what’s new and dive in with no push. If he were inclined, we’d have no problem with Sam being arrogant—he has that much talent. Yet interestingly, it’s his humility and personal ease that will inspire you.

Sam is resourceful, unassuming, consistent, guided by his creativity and intellect. We are happy Sam chose us.

Connect with Sam on LinkedIn

Amy Cortez

Project Manager

There are moments we need to feel a sense of belief without the proof of validity; faith that gives hope. It’s an activator for ideas. Amy’s convictions in you are enough to believe in yourself. If there are errors, she does not pressure for apologies or explanations. She cares, like you do, about providing the best outcomes and an environment that is comfortable and secure.

Amy is reliable, responsive, focused and provides what is needed, be it detailed information or education. Her actions are quick, and Amy’s comprehension is somehow quicker. Quizzed, her replies are modest and humble, yet Amy is willing to take on Herculean tasks without reluctance—an ego set aside.

Amy is sincere, steady, generous, and capable of fitting any situation. We are happy Amy chose us.

Connect with Amy on LinkedIn

WHO ARE STATE OF ASSEMBLY, THIS brand strategy agency for your marketing

People see you. Make it worth their while.

How might you become what you’re meant to?